Apr 3, 2026
Shane Evans (1), the CEO and founder of Heights Wellness Retreat (2), may be the successful owner of a brand with 120 franchises, but her story starts with a big risk.
Evans told Business Insider (3) that 20 years ago, she and her husband sunk $100,000 they’d pulled from her 401(k), their daughters’ college savings fund and their own savings to start a massage business.
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Evans was sold on the therapeutic benefits of massage after it relieved her back pain.
“I really thought there’s got to be a better way to give people the treatment they really need without the high price points,” she said (4) in her own video.
Her husband used his skills as a general contractor to build out the location, and she got to work building a roster of experienced massage therapists and a list of clientele.
Now that business has been thriving for two decades, and each of the 120 locations makes an average of $1.2 million per year, Evans is rebranding from a chain of massage clinics to wellness retreat centers.
“I felt unstoppable as I grew the business,” Evans said. “I didn’t have a college degree. My parents weren’t college grads, and they never emphasized education. That didn’t hold me back, however. I knew in my gut this was what I was meant to do, and I put in the work to make it happen.”
Her gamble paid off, but should all entrepreneurs follow in her footsteps?
Here’s a look at how many small business owners make it to the big time, and what it takes to launch a successful company along with some tips on how to de-risk your venture to protect your finances while chasing your dreams.
Small business nation
There are more than 36 million small businesses in the country, and they currently account for nearly 46% of all private-sector jobs, according to the U.S. Small Business Administration (5) (SBA). In 2023, small businesses created nearly 90% of all new jobs.
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The majority of Americans see entrepreneurs as living the dream. A 2024 study from Gallup and Shopify (6) found 62% of respondents would like to be their own boss, even if it was financially risky.
Small businesses are also major economic opportunities for women and people of color. The U.S. Chamber of Commerce (7) reports that 40% of small business owners are women, and approximately the same number of small business owners are foreign-born. One in five small businesses are owned by a person who identifies as a minority.
With so many Americans launching new ventures, it may seem like it’s easy to find start-up capital.
However, the cost of opening a business can vary considerably depending on what type of company you’re operating.
While it’s possible to start a home-based business (8) for a few hundred or a few thousand dollars, if you need to open a storefront, Shopify (9) says the average cost for one year is $40,000.
The SBA offers a startup costs calculator (10) to help you understand how much you need to launch your small business.
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Risk vs. reward
Most financial advisors would not advocate dipping into your savings to start a business like Evans did, though there are examples of how these big risks turned into big rewards.
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The New York Times (11) reported in 2021 that entrepreneur Renee Edwards took the same risk, cashing out her $5,000 in retirement savings to launch her monthly outdoor market business.
Unusually, her financial advisor supported the move.
“Renee had a very solid business plan,” Toriano Parker said. “You really have to weigh the decision to drain an account like a 401(k), or any retirement account, very carefully. For most people, it’s too much of a risk.”
It is possible to borrow from your retirement plan to fund your business (12) under certain conditions. If your 401(k) or other retirement account allows loans, you can borrow up to $50,000 under IRS rules.
However, you won’t be able to make contributions or get your company match percentage while you have an outstanding loan, so if you go this route, make sure you have a plan to pay yourself back ASAP.
If you need to borrow more than $50,000 from your retirement plan, you can obtain a Rollovers-as-Business-Startups (ROBS) loan (13). However, the U.S. Chamber of Commerce warns that this is complicated, best done with the support of financial professionals.
Protecting your finances while launching a business
Most entrepreneurs are not as successful as Evans. In fact, very few are even making enough to pay the bills.
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A 2025 survey from Omnisend (14) found just over 60% of side hustlers are making up to $500 per month.
With this in mind, it’s important to run the numbers realistically before you launch your business. Evaluate initial costs, and understand how much you can afford to lose if the plan doesn’t take off.
Establishing attainable goals for monthly revenue can also keep you from cashing quick wins at the expense of long-term growth.
One of the best ways to protect your finances as you launch a business is to have two fully-funded emergency savings accounts (15): one for your personal expenses and one for your business expenses. These financial buffers will support you in the event that your cash flow doesn’t hit your projected targets right away.
Finally, evaluate your existing debt. If credit card balances are piling up or debt payments are taking over your budget, it might not be the right time to start a business.
Wait until you can pay down your debt, and in the meantime, work on perfecting your business plan.
Article Sources
We rely only on vetted sources and credible third-party reporting. For details, see our editorial ethics and guidelines.
Shane Evans (1); Heights Wellness Retreat (2); Business Insider (3); Heights Wellness Retreat/YouTube (4); U.S. Small Business Administration (5); Gallup (6); U.S. Chamber of Commerce (7); Innovation Map (8); Remitly (9); U.S. Small Business Administration (10); The New York Times (11); U.S. Chamber of Commerce (12); IRS (13); Omnisend (14); Vanguard (15)
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Rebecca Holland is dedicated to creating clear, accessible advice for readers navigating the complexities of money management, investing and financial planning. Her work has been featured in respected publications including the Financial Post, The Globe & Mail, and the Edmonton Journal.
